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Market Segment Task Force

Market Segment Task Force. Led by the Sales Department, the task force utilizes the Front Desk Sales Team to target key market segments through various initiatives to drive revenue on shoulder days and weekends. Setting up the Force. Set up binder for each segments .

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Market Segment Task Force

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  1. Market Segment Task Force Led by the Sales Department, the task force utilizes the Front Desk Sales Team to target key market segments through various initiatives to drive revenue on shoulder days and weekends.

  2. Setting up the Force Set up binder for each segments. Each segment leader should set up a binder for their segment they are managing. The binders should be divided with labeled dividers. First section should be the database of contacts for each segment that include the name, address, phone, fax number and email addresses. Set up a database of contacts. Go to www.switchboard.com. Type in category. Example: type in churches and specify within 10 mile radius. All the churches will come up. Print out the list. Put it in the first section of the binder labeled "database/contacts." You can also utilize the phone book to get similar Phone each business (ex. church) and ask for the Office Manager or in the case of a church, the Pastor and Secretary. Get a fax number, email address and verify address (If the organization has a website, sometimes you can get email info off their web site example - sports organizations. information. The switch board site can narrow down the mile radius or zip codes.

  3. MSTF- Data BaseSection 1 of the binder Creating your Database: The first set in the Market Segment task force is setting up your database of potential clients, guest. You did this by calling or searching the internet for this info. The re is a form in the MSTF binder that you will use to create your data base.

  4. MSTF- ActivitiesSection 2 of the binder Plan two activities per month per segment from the following choices: 1) mail letter 2) mail post card (get one made/inexpensive) 3)blast email 4) Telemarketing/follow up call. Promote the hotel and a special promotional offer or special rate. IF YOU DO TWO PER MONTH, YOU WILL COMPLETE ALL FOUR EVERY 60 DAYS FOR THIS SEGMENT. GM approves all OFFERS promoted. Example of promotional offer: 20% off your next meeting OR a church rate of $____. Label the second section of the binder "Activities.“ Keep a record of your activities for your segment by filling out the (see attached) Activity Record for reference. The next segment leader will know what activities have been completed and the date. .

  5. MSTF Activity Tracking your activity! You will be doing mailers, fax blast, email blast, calls. You need to track when you do what and when you update your contact list to add or remove people from the hit list.

  6. Segments • Weddings • Sports • Funerals • Churches • Hospitals • Retail What Segments do you think will most benefit this property?

  7. What Segments should we do? Pick the 3-4 segments you plan to target. We pick these based on the hotels needs. These segments rotate every 60 days among the staff. Front Desk should rotate the segments to learn all of them and how they can benefit the hotel sales effort.

  8. Script ExamplesSection 3 of the binder With each example, go in with attitude that you are helping someone today. Don't assume you will get rejected. Be kind, courteous of their time. Always think about what we can do for them or assist their organization. You do not want it to be just about how the hotel can benefit. If they tell you they already use certain hotels, simply reply - "That is fine, we understand. The good news is your organization has needs and we would like to "earn" your business and be considered as an option..... The third section labeled "Example Forms" of the binder should have examples of the letter or flyers so that the market segment leader has record of what they flyers and letters have been used. Additionally, the next segment leader can see what the previous leader have done with previous activities. This avoids repeating the same activities. Encourage leaders to change and update their flyers with Director of Sales or GM approval before printing

  9. Assignments • Who wants what segments to get started? • Sports • Weddings • Churches • Hospitals • Seasons/Holidays • Meetings • Pass out Market Segment Task Force Assignment Sheet.

  10. The perfect candidate will be someone who: - Wants to make extra $$$! - Likes to promote the hotel! - Is a great organizer! - Wants to grow in their career! Incentives Want to make some Extra Ca$h? • How would you like to earn $25 for every Group • Lead you book of 10 or more rooms and $50 for • every group of 25 rooms or more? It’s easy, sign up today to be a Sales TEAM segment • Leader, and you will be on your way to earning a • bonus on every paycheck! WE WANT YOU…. AS A SALES “TEAM SEGMANT LEADER” The Sales TEAM needs your Help!

  11. Open Discussion

  12. IMPROVE TO SUCCEED “To improve is to change, to succeed is to change often.” - - -Churchhill

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